Why Homeowners Really Renovate: Insights from Our Survey

Every renovation starts with a realization: the space you call home no longer functions as it needs to, for whatever reason. Behind every renovation, there are a lot of decisions to be made. At Grindstone, we believe that great renovations start long before the first hammer swings. They start with understanding why people renovate in the first place.

To dig a little deeper into our clients’ motivations, we surveyed almost 30 homeowners who recently completed projects with us, the findings of which revealed more than just details about project timelines and budgets. Their responses painted a clear picture of what homeowners are really looking for.

Here is what we heard…

Five Insights from Grindstone’s Client Survey

1. Homeowners plan for the long term

Making decisions about the space you care about most is difficult. You want to focus on aesthetics but also consider how it will function over time.

More than half of the respondents said they had been thinking about their project for six months to two years before moving forward. In other words, renovation decisions are usually planned, researched and budgeted rather than made on a whim.

What does that mean for how we work with our clients? As your trusted advisor, we make sure our clients feel confident about all aspects of their project, from the initial consultation right through to the finished product.

2. When life shifts, so do we

One of our respondents, Graham, had a specific reason for tackling home renovations: “We wanted to make our home more functional and updated so that we could stay in our home as we age.”

Homeowners usually decide “now is the time” for reasons like:

life changes like family growth, downsizing or accessibility needs
financial readiness after saving for a renovation
frustration with outdated or inefficient spaces

We know renovations are about more than aesthetics, so it was encouraging to see that our clients feel the same.

3. Trust + Referrals \= key to choosing a contractor

We love reading happy client testimonials, like this Google review from John: “This was a fantastic experience from start to finish. Did a full basement reno. Really great communication and customer service from the whole Grindstone team. Craftsmanship and professionalism were top-notch. We’re thrilled with how everything turned out. I would recommend them to anyone! Thanks, Grindstone!”

Reviews like John’s show why reputation matters so much. As we read through our survey responses, a common theme emerged: when it comes to choosing who to work with, trust is everything.

Most clients said they reached out to contractors only after doing extensive research through friends and family (nearly half of the responses), Google searches, online reviews and even home shows. That demonstrates that referrals and reputation often matter far more than flashy ads or discounts.

People want to work with contractors they can trust, whose work speaks for itself and comes highly recommended.

4. Hidden costs, budget overages and communication gaps

Renovation projects can feel overwhelming at times, especially before a solid plan is in place.

When we asked clients what worried them most, they mentioned:

hidden costs or delays (65%)
going over budget (62%)
poor communication (41%)
not being happy with the final result (52%)

Investing in your home and comfort should not keep you up at night. A professional contractor will prioritize clear communication and transparency around costs and timelines throughout the project.

5. Respect for the home matters as much as the work

A common theme that appeared throughout the survey was clients wanting a contractor to be respectful, clean, and considerate of pets and their family. One homeowner shared, “Excellent communication skills, attention to the finer details, and the ability to work with pets — that’s what makes a great contractor.”

Turning Insights Into Action

The goal of this survey was to gather real feedback in an effort to continuously evolve our practices and improve our client experience.

Here’s what’s already in motion:

Focusing on more transparency on our website, including FAQs about timelines, costs and expectations
Highlighting our use of Buildertrend, which lets our clients see real-time project updates and scheduling
Creating more visual case studies to help homeowners imagine the possibilities
Improving our referral program to thank clients who recommend Grindstone to friends and family

In closing, our survey confirmed what we’ve long believed: homeowners want to hire renovation partners they can trust. Communication and respect are just as important as beautiful craftsmanship. And that is exactly what Grindstone is committed to delivering on every job!

If you are considering a home renovation in Winnipeg and want a team that truly cares about you and your home, let’s start the conversation. Connect with us today to discuss your project!